Opinion

Letters to the Editor

Top five 2013 Super Bowl commercials

By Joanne OstrowThe Denver Post

Posted:
02/03/2013 08:06:59 PM MST

Updated:
02/04/2013 08:48:09 AM MST

Super Bowl advertisers spent $3.8 million per 30-second spot to pitch their brands to more than 100 million viewers. They employed celebrities — Kate Upton, Amy Poehler, Tracy Morgan, Psy — along with familiar talking babies, partying geriatrics and Clydesdales. Which ads were most effective?

GoDaddy "Sexy Meets Smart"

Description: Supermodel Bar Rafaeli kisses a nerd.

From the panel: Robinson: "An ad that plays out the male-nerd fantasy of kissing a supermodel. The 'Today Show' blurred the all-tongues-on-deck kiss. In an ironic twist, the censored ad works better than the raw footage, making it funny. Too bad GoDaddy didn't act on the 'Today Show's' unintentional move that plays up the tongue-and-cheek aspect of this far-fetched spectacle." Marranzino: "GoDaddy is always pushing the envelope to garner attention, but there was something a little stomach-turning about the kiss!" Stern: "Disgusting. Sleazy. Forgettable. Classic GoDaddy." Sukle: " 'Sexy Meets Smart' gets all the press, but it's not their best spot. The 'big idea' is much better. It's a stronger reason to try GoDaddy and a much more intriguing spot. Do you really want to watch the nerdy kid make out a second time? Bet not." Duber-Smith: "Gross. The sound effects made people sick. But they have a direct response vehicle, so they'll get some hits." Wagner: "GoDaddy's makeout's sexy-and-smart message came through. But, wouldn't want the kids seeing this one."

Audi "Prom (worth it)"

Description: A young man is off to the prom, solo. His dad throws him the keys to the Audi S6, empowering him enough to kiss the prom queen. His resulting black eye is "worth it."

From the panel:Robinson: "Message received: being a man in our capitalistic world means breaking the rules to get what you want. What works in the commercial is the sound and visual editing. The ad keeps the violence out of the picture and allows the spectator to root for the underdog. A happy ending for Audi." Stern: "Beautifully executed and a nice piece of storytelling. But the message is slightly disturbing — manhood (and self-worth) is only measured by the car you drive and your willingness to semi-assault women? I'm all for the underdog, but I'd expect more from Audi and their agency." Wagner: "Laughed out loud at the teen's primal scream as he drives home victorious. YouTube viewers got to vote, selecting one of three endings prior to the final cut. They picked the right one."

From the panel: Wagner: "Complaints? Hey critics: 'Don't worry, be happy.' " Marranzino: "VW got the most pregame hype. It does a good job of making the familiar strange and the strange familiar." Sukle: "Yo, mon. The Germans do have a sense of humor. The VW spot captured the feeling and spirit of driving in a Bug in a clever way. Nice idea, executed perfectly." Robinson: "Anyone who has ever worked in an office where your days blend together, you go home, and then wake up and do it all over again, can appreciate a little happiness in the workplace cubicle." Duber-Smith: "The ad was not effective with showing multiple product or logo impressions, which is very important. But, there was a hashtag call to action at the end. The social media/direct response tie-in is now an imperative."

Mercedes-Benz "Kate Upton Washes the Mercedes-Benz"

Description: A supermodel oversees the washing of a Benz. In cutoffs. In slo-mo.

From the panel:Duber-Smith: "All sex, but not too overboard. The good kind of controversy. Good music and, of course, the necessary 'to see more go to ...' Facebook call to action." Robinson: "I'd rather watch Kate Upton eat a huge burger half-naked than be the prop to some loser's fantasy about selling his soul to the devil ... a.k.a. Willem Dafoe." Sukle: "Mercedes is aggressively going after a younger audience, which is incredibly important for them. The brand was getting old and dusty, and that's never a good place to be." Wagner: "Dude tempted to sell his soul to the devil over the Mercedes. Kate appears midway, not nearly as sexy as in the teaser. At the end, our hero sees the low price on a billboard and refuses to sell his soul to the devil. Not nearly as provocative as the 'Teaser' car wash spot. A letdown."

Dodge Ram "God Made a Farmer"

Description: Radio legend Paul Harvey's speech about farmers frames a salute to the Dodge Ram truck.

From the panel: Sukle: "What a great spot. Wish I'd done that one. It felt honest and authentic. The execution was beautiful and simple. Using still photos stood out, and the sound design made everyone stop and listen. Of course they had Paul Harvey, and you can't get any more honest and authentic than that." Robinson: " 'God Made a Farmer' looks more like God made a Republican. A token woman, girl and black man do not do enough to obfuscate the Republican message of this commercial. The conservative 'we actually did build it' message clearly has a specific audience in mind. Hey Dodge — you don't need to RAM it down our throats ... we get it."

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